It's thanks, in part, to the newly announced PS3 Slim. It's an announcement which Ubisoft’s Yves Guillemot and Electronic Arts’ Frank Gibeau are both very, very pleased about.
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"It's exceptional news," Guillemot told GI.biz, "I think the machine is a great machine, with the Blu-ray. I'm happy that they were able to move to that [price point], particularly in the UK."</blockquote>

Electronic Art's Gibeau echoed Guillemot's thoughts.
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"I think it's awesome. It's an old line, but it still rings true for us: 'We make the ammunition for the hardware wars'. So the lowest priced hardware possible is a good thing for us. We want to see as big and broad a base as possible, and the Sony hardware is a good piece of equipment.

"It's also going to be a smaller machine, and I think this will help Sony and the whole industry - because everybody will react, and so we'll be able to see it come to the mass market."</blockquote>

Gibeau also suggested that the new pricepoint will help publishers reach out to new territories, particularly in Europe:
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"Getting into that price point is just going to expand the market for us, especially in Europe. We have a lot of PS3 games, we're a good supporter of Sony, we believe in the platform. We've got a lot of PSP games coming, and frankly we also support the PlayStation Network with direct-to-consumer releases,” he said.

“So we're strong, committed partners of Sony and I'm extremely excited about the Slim - I think it looks great. And the price point will be hot."</blockquote>

Analysts are already predicting that Sony will gain some ground on Microsoft's XBOX 360 this holiday season, which is likely to see a price drop of its own to counter. Analysts have described the Slim as a "superior" piece of hardware to the 360 at a "much more competitive price point".